Growth Marketing Manager

Growth Marketing Manager – PW Skills & PW Institute of Innovation (IOI)

Location: Bengaluru | On-site

Function: Marketing – Growth

Experience: 4–7 Years

Employment Type: Full-time

About PW

PhysicsWallah (PW) is one of India's leading education companies, building technology-led learning and career platforms at scale. Through PW Skills and PW Institute of Innovation (IOI), we are creating new pathways for students and professionals to build future-ready skills and careers. We are looking for a Growth Marketing Manager who can build and scale growth engines across both businesses, combining performance marketing with organic growth, experimentation, lifecycle marketing, and strong data-driven decision-making.

Role Overview

As the Growth Marketing Manager, you will own the end-to-end growth funnel across PW Skills and PW IOI — from demand generation and acquisition to conversion, enrolment, and retention. This role is ideal for a full-stack growth marketer who goes beyond media buying and can build scalable, low-CAC growth channels through SEO, content, communities, referrals, creators, CRM, and experimentation. You will work closely with Performance Marketing, Sales/Admissions, Product, Brand, Content, Design, and Analytics teams and will have direct accountability for growth metrics and business outcomes.

Key Responsibilities

1. Acquisition & Performance Marketing

• Develop and execute acquisition strategies across Google Ads, Meta, YouTube, UAC/App campaigns, PMax, and emerging digital channels.
• Own CAC, ROAS, lead quality, conversion, and enrolment targets across PW Skills and PW IOI.
• Build acquisition strategies for both self-serve/counselling-led and high-consideration admissions funnels.
• Identify and test new channels including affiliates, education platforms, creators, campus activations, and offline initiatives.
• Optimise media spends based on performance, cohort quality, and revenue contribution.

2. Organic Growth & Growth Hacking

• Build scalable organic acquisition through SEO, content, YouTube, short-form video, ASO, and other relevant channels.
• Develop referral, community, and student ambassador programs to drive low-CAC acquisition.
• Build and scale WhatsApp, Telegram, Discord, and other community-led growth initiatives.
• Develop creator and influencer partnerships through barter, affiliate, and revenue-share models.
• Conceptualise and execute rapid growth experiments such as calculators, career tools, quizzes, challenges, UGC campaigns, and interactive experiences.
• Establish measurable KPIs for every organic growth initiative and track its contribution to leads and enrolments.

3. Funnel & Conversion Optimisation

• Own the complete growth funnel from lead → qualified lead → counselling/application → enrolment/purchase.
• Identify funnel drop-offs and develop initiatives to improve conversion at every stage.
• Drive CRO across landing pages, application journeys, forms, and checkout flows.
• Plan and execute structured A/B tests across creatives, messaging, landing pages, and user journeys.
• Work with Brand, Product, Design, and Content teams to improve messaging and conversion architecture.

4. Lifecycle Marketing & CRM

• Design and optimise lifecycle journeys using platforms such as MoEngage, CleverTap, WebEngage, or equivalent.
• Build journeys for lead nurturing, counselling reminders, drop-off recovery, re-engagement, upsell, and cross-sell.
• Develop audience segments based on user behaviour, intent, demographics, and funnel stage.
• Create differentiated communication strategies for students, parents, freshers, and working professionals.

5. Analytics, Attribution & Reporting

• Own growth measurement across GA4, AppsFlyer/MMP, CRM, lead-scoring, and attribution systems.
• Ensure accurate tracking and attribution across paid and organic channels.
• Monitor and report key metrics including CAC, CPL, conversion rate, ROAS, LTV, payback, and enrolment contribution.
• Build weekly and monthly growth reviews with actionable insights and recommendations.
• Forecast lead, application, and enrolment volumes in line with business and admissions targets.
• Analyse cohorts and funnel performance to identify opportunities for growth and efficiency.

6. Team & Stakeholder Management

• Manage a small team of growth/performance marketers and/or agency partners.
• Set clear targets, monitor performance, and ensure timely execution of growth initiatives.
• Collaborate with Sales/Admissions, Product, Brand, Content, Design, and Analytics teams.
• Present growth performance, insights, experiments, and future plans to leadership.
• Drive a culture of experimentation, accountability, and data-driven decision-making.

What We're Looking For

• 4–7 years of experience in Growth Marketing, Performance Marketing, Digital Growth, or a similar role.
• Proven experience managing growth with direct revenue, conversion, or enrolment accountability.
• Strong hands-on experience with Google Ads, Meta Ads, GA4, and preferably AppsFlyer or another MMP.
• Experience with at least one CRM/lifecycle platform such as MoEngage, CleverTap, or WebEngage.
• Experience managing significant digital marketing budgets with clear CAC and ROAS ownership.
• Strong understanding of full-funnel marketing, conversion optimisation, cohorts, LTV, and payback.
• Demonstrated experience building at least one organic or low-CAC growth channel such as SEO, referrals, community, creator-led growth, or viral products.
• Strong experimentation mindset with hands-on experience in A/B testing and growth experiments.
• Experience working with high-consideration, counselling-led funnels and/or transactional digital funnels.
• Strong analytical and problem-solving skills with the ability to convert data into actionable growth strategies.
• Excellent stakeholder management and communication skills.

Good to Have

• Experience in EdTech, Higher Education, Upskilling, Consumer Internet, or D2C businesses.
• Experience in launching or scaling a new product, category, or institution from 0→1.
• Exposure to offline/ATL campaigns and digital attribution.
• Working knowledge of SQL and analytics platforms such as Looker, Power BI, or Metabase.
• Understanding of parent-influenced decision-making and student acquisition in the Indian education ecosystem.
• Experience building student, alumni, creator, or community-led growth programs.

What Success Looks Like

In this role, success will be measured by your ability to:

• Scale qualified demand while maintaining healthy CAC and ROAS.
• Increase the contribution of organic and low-CAC acquisition channels.
• Improve lead-to-enrolment conversion across the funnel.
• Build scalable growth loops through SEO, communities, referrals, creators, and lifecycle marketing.
• Establish a strong culture of experimentation and data-driven decision-making.
• Deliver measurable and sustainable revenue/enrolment growth for PW Skills and PW IOI.